Spotify launched in India in February 2019 and they went contextual. Painting the entire country (digitally as well as on-ground) in neon green, their launch campaign was extremely hyper-local as well as contextual. With ’There’s a playlist for that’ campaign, it not only established the vastness of its music library, it also tapped into emotions and moments in which one needs music.
Cultural nuances change every few kilometers in India. Hyper-localization helps capture those beautifully. It means that the same music can mean something different for a person living in South Delhi vs West Delhi.
- Using localization helps strike the chord directly
- Neon colours attract attention as well indicate the technology meant for a younger audience
- Hyper-localisation & contextual advertising showcases the range of playlists already available